The challenge

• Partner with Colossal to create a perfect ensemble of beautiful, hand-painted Prada murals to build relationships with the brand’s target audience throughout New York City.
• Highlight Prada’s unique commitment to excellence and artistry and reinforce the brand’s timeless status as an icon of NYC and global fashion.

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The solution

• Colossal dedicates 540 hours to painting Prada six commercial product murals and two celebrity portraits (Jake Gyllenhaal and Scarlett Johansson) across NYC boroughs.
• Track total impressions of the campaign across the city to understand its reach.
• Measure the boosts in Prada’s brand awareness and campaign recall provided by Colossal’s permanent mural in the world-famous Soho neighborhood

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The results

• Data analysis showed the eight Prada murals yielded a remarkable 23,891,951 impressions over the lifespan of the campaign in New York City.
• Brand lift studies revealed that Prada’s Soho Mural alone provided the fashion house with a fantastic 139% increase in campaign recall and a 4% lift in brand awareness.

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